Why we called it Poá.

Poá is the hand extended.

The name comes from Old Tupi, the Tupi-Guarani language of coastal Brazil, where the root po means hand. It holds the whole idea in three letters: an assistant that reaches out and does the work, not a machine that talks about it.

We did not want a name that announced itself. The product does the talking and the brand gets out of the way. Poá is quiet on purpose. Present, calm, always a step ahead, the way a good executive assistant is, and never the way a chatbot is.

The mark

Five strokes, raised together. Read it one way and it is an open hand. Read it another and it is five fingers, a rising signal, a measure of attention. One form, layered meaning, drawn from the same thought as the name.

What it means to us

Poá is the hand we extend to the people who run things. It takes the work an executive would otherwise hand to a trusted person and does it inside the one channel they already live in. It proposes, it waits for a yes, and it never pretends to be more than the help it gives.

Dumont.